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Keywords: Live-streaming retail
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–19.
Published: 02 October 2026
...Ting Peng; Dongwei Li; Meirong Tan Purpose The booming live-streaming retail has transformed consumer buying behavior and commercial business models. However, existing research pays limited attention to live-streaming unique attributes and rarely explores how information externalities and purchase...
Includes: Supplementary data
